Most of the responses seemed to focus on the cost aspect of purchasing the widget. I was trying to imply that there was a significant amount of time investment

Most of the responses seemed to focus on the cost aspect of purchasing the widget. I was trying to imply that there was a significant amount of time investment to go out and find someone who made it before you could even buy it from them. I've known several people professionally who would rather spend 6 hours hunting down a product they could purchase rather than writing it themselves in a similar amount of time. No, what they would have written isn't as robust or well optimized as the product they purchased, but it would have fit their needs better, and they would be better able to change the functionality as needed. To create a better (real) example: I had a co-worker who, a while back, needed to have a handful of files converted from one somewhat obscure format to another. He already had a utility to do the conversions one at a time, but he needed to do several hundred of them and they took around a minute each to do by hand. He then spent all evening (by his words, I'm not sure how long that actually amounts to, but would guess in the 3-4 hour range from the way he talked about it) tracking down a software company that produced a bulk conversion utility, which charged $50 for the application to do it. When he told me about all the time he spent tracking it down, I asked him why he didn't just write it himself, since he definitely had the skills to write, at the very least, a script to read through the folder structure and do the conversions in the amount of time he spent looking for it. His response was that it just had never occurred to him to write it himself, despite the fact that he had the skill set to do it. My previous example was due to the fact that I have seen many, many "companies" (read: high school/college kids with some php experience) offering widgets that could be hacked together in a couple of hours by anyone with a rough understanding of PHP and JQuery. They make their money by targeting a rather obscure, specific functionality, and waiting for someone to come along who just happens to need that function. In my discussions with a person who did this, he told me that he frequently gets emails about how a user had spent hours/days searching for something to do just that task, and that the widgets were often used on "tech" sites, where (I would think) the administrator should know at least basic PHP programming.